#AREYOUREADY …for more emotion?

NIVEA MEN and Real Madrid Create Soccer Experience 4.0

  • NIVEA MEN is committed to the digital experience marketing of the new generation
  • Virtual reality campaign offers exclusive insight behind the curtains of Real Madrid
  • 360° videos let fans have an emotional brand and team experience, in retail stores too
  • Successful campaign kickoff in Spain gets over 1 million clicks in a week 
NIVEA MEN Castellana Sacate Partido

November 18, 2016, Hamburg – Digital closeness to the biggest soccer team in the world – that’s what NIVEA MEN and cooperation partner Real Madrid make possible for soccer fans with a unique virtual reality campaign. And it’s not just about what’s in the campaign, but what’s all around it: three 360° videos offer exclusive insights into the sacred halls of Real Madrid in Santiago Bernabéu – a stadium rich in tradition. Before now, to come this close to soccer stars you would have had to be a player yourself. “These moments of unique closeness are exactly what it’s all about for us with NIVEA MEN and for our consumers – and now we’re taking this approach to a whole new level,” says Ralph Gusko, Board Member for Brands at Beiersdorf AG. “We see this innovative digital campaign as experience marketing of the next generation. Thanks to the trusting collaboration with Real Madrid we are able to give soccer fans and consumers a very special kind of emotional experience.”

Virtual Reality NIVEA MEN

In Spain the campaign already began a few weeks ago. None other than Madrid legend Fernando Morientes himself presented the videos at a press event. “It is really impressive how thanks to the technology you can get the feeling of what it’s like to be a part of the team.” The success on YouTube shows that the videos hit a nerve with fans. After just one week they already have over one million clicks. But in retail too, the campaign can be experienced in a completely new way: with the purchase of two NIVEA MEN products, each fan will get a pair of virtual reality glasses – to get the full 3D experience – for free. “This is a first, and a very exciting step for us, but it won’t be our last,” says Guillaume de Vitton, Global Head of NIVEA MEN. “We will use the possibilities of digital innovations a lot more in the future to draw out our fans’ enthusiasm.” 

360 Santiago Bernabeu JPG

The cooperation between the number 1 in men care and the “Royals” of Real Madrid has existed since 2013. With the new VR campaign the cooperation partners bring their collaboration to a new level. Experience here, standing right next to the players, listening and feeling with them the special atmosphere in the locker room before they head out onto the field: 

#1 - We are one Team 

#2 - Together / Locker Room

#3 – Stadium / From inside

Creative Agency: FLAVOR3D / WUNDERMAN
Production: UNIT
Director: Greg & Jacob

Press Contact

Inken Hollmann-Peters
Vice President Corporate Communications & Sustainability

Beiersdorf AG
Unnastrasse 48
20245 Hamburg, Germany

Phone: +49 (0) 40 - 4909 2001

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